We live in an age in which celebrities and trend-setters aren’t just the stars featured on the big screen; they’re also the ones making and posting DIY videos from home. The easily incorporated digital world allows everyday people to put themselves and their thoughts out there for everybody to see, and by doing so, these individuals are able to gain popularity and a significant social following. The term for this type of person is “influencer.” Influencers have the ability to reach a large number of individuals, and they can potentially influence their viewers’ purchasing decisions. This type of word-of-mouth marketing has become incredibly powerful, and modern marketers now seek to engage with influencers in their market, which can lead to some serious consumer love.
There are steps to consider if your organization is looking for the right influencer to represent your brand.
What have they done so far?
If your organization is questioning whether or not to engage with social media influencers, here are just a few statistics to help you make up your mind:
- 70% of millennial customers make buying decisions based on their peers’ recommendations.
- Social media platforms, such as Facebook and Youtube, report that 19% and 18% of customer buying decisions are based on their content.
- 60% of customers have been influenced based on a social media post or review.
- 49% of customers rely on recommendations by influencers when buying a product.
Clearly, modern influencers can make a major difference in a consumer’s buying process, since most individuals look to someone else for advice before entering their credit card numbers. There is a level of trust that followers have for the influencers that they choose to watch, because consumers see into their everyday lives, which makes influencers more relatable.
Who will represent your brand?
Before you begin researching influencers, it is important to first identify specific brand characteristics that are important to your organization's identity. A good place to start is to create a list of values and qualities that you feel represent your brand, as well as a list of characteristics that fit the target market you aim to attract. This list should share characteristics with whomever is associated with your company.
When looking to find an appropriate influencer, it is important to analyze that individual’s relevancy and social reach. Relevancy corresponds directly to the list of “matching” characteristics between you and the influencer, while reach encompasses the influencer’s number of followers and their audience demographics. It is critical to consider both of these factors if your organization wants influencers to be effective. Here are just a few suggested tools to make this process easier:
- Right Relevance Pro: Find an influencer by searching any keyword relevant to your organization and ranks them based on follower engagement
- Insightpool: Find top influencers based on characteristics and conversations
- Hootsuite: Monitor conversations in your industry to find what is trending and who/what is relevant
How to create a strategy?
After you have selected an influencer that you would like to work with, the next step is considering how you want to engage with them and their audience. One idea you can try is a sponsorship between that influencer and your organization. This could take the form of an organized Instagram of Facebook post, or you can ask to be mentioned in one of their Facebook, Instagram, or Youtube videos. An example of this type of strategy in action is Ashley Iaconetti’s post with BioClarity, where she gives a description of the benefits of that brand’s products and she describes her personal experiences with their products.
Your organization should also consider setting up an event where you can meet up with your ideal influencer in-person. This can be done in a variety of ways. One example of an organization pulling out the red carpet (so to speak) with an influencer is when Lush invited the well-known influencer, Adelaine Morin, to their headquarters in Vancouver, Canada. Lush shared products and information with this influencer, and she was able to share behind the scenes footage of production, employees, and promotions with her subscribers and followers while she was there. After that trip, Adelaine continued to rave about the organization and its products. By doing this she was able to create a relationship with employees she met and Lush saw an increase in sales. Another type of event to consider is a launch party. When creating her makeup line, Kim Kardashian West invited top makeup influencers to her release party where they were able to try on and learn more about all of her products. Each guest documented their night through Snapchat and other social channels, which gave their followers a look into the new items being launched.
Regardless of what product or services your organization offers, social media influencers can play a key role in driving more traffic to your website! Don't miss the boat with this one.
For more information about how to utilize influencers and increase the effectiveness of your marketing campaign CONTACT US at Conscious Collaborative. We offer a broad range of services, from social media content writing to media relations.